Every struggling actor out there is waiting to be discovered, but the ones that make it know they have to promote themselves. The entertainment industry is crowded and casting directors and agents don't have the time to "discover" people who don't actively seek their attention. Actors have to think about themselves as products, and to sell products you need to advertise them.

The most basic thing you can do as an actor to promote yourself is to carry copies of your headshot, acting resume, and business cards/postcards with you at all times. This might seem like overkill, but you never know who you'll run into that can help your career. Have you ever had a chance meeting with someone that you wished you could contact again? If that person has your picture and information on hand they'll be more likely to remember you. This doesn't just go for casting directors; like any career, networking is a huge part of being an actor. Everyone knows somebody, and passing your materials along to someone that has a connection in the entertainment industry just might get you the break you need.

One of the oldest and most useful forms of self-promotion is direct mailing. You should have postcards made of your headshot or other promotional pictures, which can be done at most places that print headshots. Send these postcards to casting directors and agents with personalized notes about yourself, your skills, and your career aspirations. Postcards are much more likely to be noticed by casting directors than sending in unsolicited resumes, and most agencies appreciate them. These can also double as business cards or as thank you notes after auditions. The more you spread your headshot around the faster you'll create an image for yourself in the casting world.

Another useful tool for a beginning actor is an online profile at a website like InstantCast. Creating a profile allows you to keep an up-to-date listing of your acting work, contact information, current headshots, candid photos, and even lets you display your video reel online. Put the internet address of your profile on your business cards, postcards, and resumes. Even if a casting director doesn't immediately respond to your promotional materials, they might remember you later and check your website. An online profile is also a great way to network and connect with other actors and people in the entertainment industry.

If you manage to land a high-profile role in a movie or TV show, the time is right to raise your profile. Many actors take out ads in trade publications like Back Stage or Variety calling attention to their recent accomplishment or up-coming role. You can also send out postcard reminders to agents and casting directors. The more people in the business you have watching your performances and taking notes, the better.

As video technology improves, it gets easier and easier to produce and distribute video demo reels. To learn how to make a winning demo real, read InstantCast's article "Why You Need a Video Reel. Many agencies and casting directors are wary of receiving unsolicited demo reels, but as DVDs become easier to produce and distribute, and more people are posting online, the business is warming up. Just be sure to contact or research an agency before you send in a reel to see if they're accepting unsolicited demos. And of course make sure the quality is professional. Most agents are wary because of how many low-quality reels they receive. Basically don't send in home video footage of one of your acting classes. Though casting directors like to see performances in person and meet actors, it's understandable to send in video if you don't live in the area or are working elsewhere.

Finally, if you feel confident that you're ready to make the leap into the big leagues, you can hire a personal publicist. A publicist's job is to do all of your promotional work for you so you can concentrate on acting. This also takes the pressure off of you to constantly call attention to yourself and brag about your accomplishments, because the publicist does that for you. They have connections in the media world, with casting directors, producers, and just about anyone else you could want to create buzz about your career. This kind of attention comes at a price, though, and monthly fees can range from $500 to $3,000 dollars. Be confident that you're on the verge of breaking out before you make this kind of investment. Also be careful to hire a "flack" publicist. These are disreputable publicists who specialize in flashy stunts, like buying billboard space and setting up tabloid headlines. This is not the kind of attention you want when starting out, and it can damage your credibility.

Being a serious actor is a full-time job. To be successful you need to spend more time promoting yourself than you do actually acting. Until you make a name for yourself and casting agents call you, do everything you can to advertise your own special brand of stardom.

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